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Founded in 1995 by music moguls Shawn "Jay-Z" Carter, Damon Dash and Kareem "Biggs" Burke, The ROC has been at the forefront of hip hop’s evolution into a borderless, global lifestyle. Serving as The ROC’s initial launching pad was Roc-A-Fella Records.

All in all Rocawear defines the lifestyle for today’s young hip consumer and provides the efficient business acumen to retail partners necessary to be successful. As the ad campaign tag-line goes......THEY RUN THE STRIP.